Suddenly, Everyone in Fashion Is Wearing This Iconic Jewellery Piece—5 Affordable Brands That Do It Well

When it comes to accessories that can instantly elevate an outfit, affordable watch brands for women are a category i return to time and again.

There are plenty of perks to working in fashion. The first is that you have an excuse (and often a reason) to spend hours scrolling through new-season collections in the name of "research." The second is that you get a front-row seat to how trends evolve—not just on the runways, but also in real life. And the third, which is perhaps the most enjoyable of all, is discovering the small styling details that make someone look impossibly put together. For me, that always comes back to accessories. Handbags and shoes often get the most attention, but I'd argue there are few pieces as enduring—or as conversation-starting—as a really good watch.

Unlike other accessories that come and go, watches have managed to hold their ground in fashion history. Traditionally, they were viewed through a more practical lens, and for much of the 20th century, the world of watchmaking was dominated by men. Collectors would often wax lyrical about mechanical movements, Swiss craftsmanship, and the allure of heritage houses like Rolex or Patek Philippe. But as women's wardrobes—and the way we use fashion to express ourselves—evolved, so too did our relationship with timepieces. I'd go as far as to say that women now lead the conversation when it comes to watches as accessories. They're not just about telling the time anymore—they're about signalling personal style.

Of course, this doesn't mean you have to invest in Cartier's Panthère or a Rolex Oyster Perpetual to be part of that world. Some of the most complimented affordable watches for women I've seen in fashion circles haven't come with five-figure price tags. Friends of mine swear by vintage finds discovered in tucked-away shops abroad, while others lean into high-street brands that have expanded into jewellery and watches with surprising finesse. And if, like me, you remember the frenzy around Daniel Wellington back in the 2010s, you'll know how a simple design can become a phenomenon overnight. The reason? These pieces looked far more expensive than they actually were—slim leather straps, minimalist dials, and the kind of styling that worked just as easily with an office look as it did with jeans and a T-shirt.

That's the beauty of affordable watch brands for women today. They offer the polish of a designer accessory without the financial sting, and in some cases, they even nod to runway trends. Think of oversized faces that echo the masculine tailoring we've seen at Saint Laurent, delicate bracelet straps reminiscent of the chains at Chloé, or playful colour combinations that feel straight out of Miu Miu’s Y2K-inspired mood board. "What makes a truly great watch stand out," says Elizabeth von der Goltz, former jewellery and watch buyer at Farfetch and Browns, “is not only the craftsmanship but also an identifiable aesthetic that feels unique yet timeless.” That balance between design and accessibility is exactly what makes today's affordable brands so appealing.

And if you're shopping on a budget, Von der Goltz advises looking closely at materials and feel. "The weight in your hand, the smoothness of the strap, and details like stainless steel or sapphire crystal over plastic all signal a watch that will last," she tells me. It's thoughtful cues like these that elevate a purchase and ensure you're not just buying something seasonal but something you'll want to wear for years.

Below, I've rounded up five brands that prove affordable doesn't have to mean compromising on style. From Olivia Burton's whimsical details to Tissot's Swiss-made classics, these are the names I (and many fashion editors I know) would happily recommend.

Shop My Favourite Chic, Affordable Watches For Women:

1. Abbott Lyon

Abbott Lyon is relatively new compared to the others, but it has quickly become a favourite thanks to its customisable designs. The brand leans into the personalisation trend—you can add initials, choose interchangeable straps, and even match your watch to other accessories like bracelets. The aesthetic is clean and modern, often with subtle detailing that makes the pieces feel special. Prices usually fall between £100–£200.

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2. Tissot

Tissot is one of Switzerland's oldest watchmakers, established in 1853, and while it's firmly rooted in heritage, its accessible pricing makes it stand out. The brand is known for creating reliable, Swiss-made quartz and mechanical watches that often start from around £200. What I like most about Tissot is that its designs range from sportier chronographs to slim, dressier models, making it a go-to whether you want something everyday or occasion-worthy. It's also a brand that frequently comes up in editor conversations as a smart "first Swiss watch."

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3. Olivia Burton

London-based Olivia Burton has a knack for creating feminine, trend-led timepieces without tipping into novelty. The brand rose to prominence with its floral dials, which felt like an antidote to the overly minimal pieces that were everywhere a decade ago. Since then, it has expanded into more refined styles, often taking inspiration from jewellery design. Think chain-link straps, rose-gold finishes, and classic Roman numeral faces. The pieces sit mostly under the £150 mark, making them an easy entry point into watch collecting.

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4. Daniel Wellington

No list of affordable watch brands for women would feel complete without Daniel Wellington. The Swedish brand's clean aesthetic was everywhere in the mid-2010s, and while the craze has cooled slightly, its pieces still deliver on quality and style. What keeps it relevant today is how versatile the designs are—you can swap out straps, mix metal with leather, or opt for newer mesh finishes. Starting from around £100, it's a brand that still holds weight in the fashion community.

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5. Swatch

Swatch has always been playful. Founded in the 1980s, the Swiss brand made watch collecting fun, with bright colours and bold graphics. What's interesting now is how it has reinvented itself for a new generation. Collaborations with brands like Omega and artists from around the world have put Swatch back on the radar. Prices often start under £100, and the lightweight, durable materials make them perfect for everyday wear.

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